Steal These 12 Sales Phrases for Your Website Copy

They say your website is your #1 salesperson, pitching your offers while you sleep.

Is your #1 salesperson using the sales tactics that actually sell?

If you aren’t sure, here are 12 phrases you can try in your marketing copy, so you website converts the clients you’re trying to reach.

Why Sales Copy Is Key to Your Website Conversion

At an event I recently attended, one of the speakers handed out a list of phrases from the book Exactly What to Say by Phil M. Jones. It’s a guide designed to help sales professionals know, well, exactly what to say during a pitch.

While the book is built around live conversations, the principles translate seamlessly into written communication. And they really are powerful.

As a conversion copywriter, I know strong sales copy is key to a successful website.

It guides someone to making the right decision. It moves readers into the right mindset before they ever click “buy.”

If your website is your top salesperson, it should be using the language that actually sells. But what does that looks like in action?

12 Sales Phrases To Steal In Your Copy

Here are 12 sales phrases you can use in your marketing copy to put your reader in the right frame of mind (read: a mind to buy!).

Casting a Vision

1. “Just imagine…”
2. “When was the last time…”
3. “How would you feel if…”
4. “There are two types of people…”
5. “Let me share an example…”
6. “The good news is…”

Overcoming Objections

7. “Are you open to…”
8. “This isn’t for everyone, but…”
9. “Before you make up your mind…”
10. “Would it be helpful if…”
11. “How important is it…”
12. “Just one more thing…”

These 12 sales phrases work because they shift perspective, reduce resistance, and create momentum.

When used intentionally, they transform passive readers into active buyers.

Take a page from a salesperson’s book (literally) and use these 12 phrases to boost your own sales!

Is Your Website Copy Selling 24/7?

I know the word “sales” can sound manipulative, especially to creative entrepreneurs.

But well-written sales copy is helpful — just like whatever you’re selling.

Because when your words are aligned with how people actually decide, your #1 salesperson becomes far more effective.

See how we make that happen with our website copywriting services for small businesses.

You can also learn new tips every week by joining our copywriting newsletter, The Weekly Wink!